The Brief
Set by Exposure NY, our brief is to launch an album with a digitally led campaign and clear campaign identity.
The Concept
My chosen album is Jimi Hendrix’s classic ‘Axis: Bold As Love.’ I have chosen this album as although it is a classic it did not have the chance to be launched digitally due to the technology of the era. I also was interested in psychedelic, ‘trippy’ visuals of the time in keeping with the hippy movement. Through my research I discovered that Jimi Hendrix had synesthesia. This is where the brain sees music as colours.
I looked at the lyrics for the title track and found that the title song makes many references to colour also, using them in the context of emotion when in love. My concept is, to put simply, turn emotions into colourful patterns, going by colours mentioned in the song.
I wish to crowd -source ‘emotion’ through social media. An algorithm will filter random worldwide tweets and instagram posts by certain phrases and hashtags relating to different emotions mentioned in the title song.
These will then become part of a continuous music video, with patterns in the style of the synesthesia paintings which themselves echo similar tones to the psychedlic trends of the time.The tweets and images will become manifested within this pattern, the main body of the music video, and visible when the viewer ‘explores’ and clicks on the different colours within the pattern to find tweets etc linked to the emotion that colour portrays, e.g purple = anger. The colours and emotions echo those in the title track. As more tweets are produced for one emotion and less for others, the colours will ebb and flow in a continous, beautiful motion.
Two variations demonstrating how the pattern may ebb and flow as more tweets of one emotion are translated to more of that colour being shown on the video.
Hovering over the video reveals text to show the name of each emotion 'floating' on the pattern.
Clicking on a certain emotion reveals tweets, instagrams and other specifically chosen socal media hashtags relating to the given emotion, allowing anonymous connection between viewers of the video and the stories of others globally.
Users have the option to 'share' a certain snapshot of the video on socal media or to capture a moment and use it to personalise vinlyl covers, t-shirts etc.
Street advertising for promotion of the video and album will be in the form of digital billboards. New technology allows detection of colours. The pattern of the video will appear, with the words 'Join the movement' at the bottom and a link to the website. When someone walks past wearing a colour featured in the video, the screen will change to enlarge on social media posts linked to that emotion.
